“It took me a long time to learn that word of mouth isn’t everything,” says O’Connor, who came up with the name and logo idea, and had the help of friends to design the logo and website.

O’Connor estimates she spends only a tenth of her time actually teaching and the rest of the time is spent marketing.

Not only does it take time, but also marketing—through branded dog accessories to booths at expos—is her most substantial expense.

O’Connor has been focusing on Cultured Canines fulltime since September 2014.

Professionalism and clear branding are key for small businesses, O’Connor says. Even nicer business cards can go a long way.

“Especially since I am so young, professionalism has been the most important part of my business.”

She says it is necessary to not only get the respect of the dogs she trains, but it is even more important to get the respect of the dog owners.

O’Connor recommends people starting a business to find partnerships with individuals or businesses within the industry.

Cultured Canines works closely with a local dog daycare to offer behaviour and obedience training. O’Connor also emphasizes the importance of knowing when to ask for help, whether from friends or external services.

“Entrepreneurs try to be good at everything when they’re good at one thing.”

Cultured Canines now has six trainers, all of whom trained their dogs through O’Connor.

She explains it is beneficial because the “training method is more of a community than a job.”

As the business grows, O’Connor is hesitant giving up personally training dogs.